1 Submodules ➤ 5 Lessons

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✎ Introduction:

[Submodule A] → What you can expect:

✐ [Lesson A1] Expect clear, concise lessons:

✐ [A2] Expect to learn by example:

✐ [A3] Expect “Scientific Advertising” by Claude Hopkins:

✐ [A4] Expect to have a new landing page when you finish:

✅ Believe it or not, my salient goal when creating this course had nothing to do with landing pages. (But because it was created around this goal — this purpose — you're much more likely to retain and actually apply all of the conversion-boosting techniques and principles I teach to every landing page you create moving forward.)

✅ I used the best college course I ever took as the foundation for teaching TLP. (I wasn’t even passionate about the subject… but the way my professor taught the course made absorbing the lessons effortless, even addictive, which is why I borrowed his techniques to teach you).

✅ Even good copywriters commit this typical landing page mistake, making it incredibly difficult (maybe even impossible) to achieve a high conversion rate.

✅ This “classic” teaching method I use throughout TLP will literally create new neural pathways in your brain. (So the lessons are not only satisfying but also vivid, memorable.)

And much more…

2 Submodules ➤ 7 Lessons

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✎ Introduction:

[Submodule B] → Transformational results:

✐ [B1] Copywriting great, Eugene Schwartz:

✐ [B2] Testing big differences:

✐ [B3] Clarity, desire, credibility, and action:

[Submodule C] → The before, the after, and the template:

✐ [C1] The original landing page:

✐ [C2] The transformed landing page:

✐ [C3] The template:

✅ One of the greatest copywriters of the 20th century worked by this simple, 14-word motto — and it still applies today (especially to landing pages).

✅ The best landing pages work to achieve these 4 core objectives. (Those that don’t could be leaving untold conversions on the table.)

✅ This is among the worst landing pages I’ve ever seen — and it was created by a renowned marketer! (If they can make these mistakes, anyone can.)

✅ This “ideal landing page” is your transformational blueprint: use it with the companion template (clearly labeled, color-coordinated, and even presented side-by-side) so you’ll never have to think when formatting a landing page.

And much more…

3 Submodules ➤ 16 Lessons

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✎ Introduction:

[Submodule D] → Audience research:

✐ [D1] A better way:

✐ [D2] Persona (with an "a"):

✐ [D3] Person (sans "a"):

✐ [D4] Persona (an example):

✐ [D5] Person (an example):

✐ [D6] Conducting a personal interview:

[Submodule E] → The "Hero" divider

✐ [E1] The most important divider:

✐ [E2] Primers:

✐ [E3] Headlines:

✐ [E4] Subheadlines:

✐ [E5] Body copy:

✐ [E6] Calls to action:

✐ [E7] Art:

[Submodule F] → Congruence:

✐ [F1] The forgotten conversion principle:

✐ [F2] Order of operations:

✅ This foundational difference between copywriting and in-person sales actually drives every “mass sales” asset (including your next landing page).

✅ For decades, marketers have been utterly derailed by this “accepted" research mistake. But there's a lesser known yet more effective (not to mention easier) way to understand and deeply connect with your audience. Here's how. 

✅ How to write honest, authentic, remarkably personal landing page copy. (This principle forever changed my research process.)

✅ It’s a matter of fact: the stories and ideas people genuinely connect with — and feel mostly profoundly — are born here. (Use them to build your landing pages.)

✅ How to make your landing page copy sound “unnatural” and “contrived” and “shallow” (even if you’re a fine writer).

✅ Many elite copywriters embrace this unorthodox ethos. (It’s the essence of our craft, what makes this discipline so beautiful — and lucrative.)

✅ “Truth Serum” interviews: use this 2-step technique to keep customers talking, sharing honest insights about your product or service.

✅ The most important section (i.e., “divider”) of your landing page has these 6 essential elements (i.e., “links”), each with its own specific purpose (i.e., “mission”) to fulfill. Complete breakdown inside. 

✅ This concept helped Joe Sugarman create some of the most successful print ads of all time. (Now you can use it to create undeniably addictive landing pages.)

✅ Confusion kills conversions: so use this special type of sentence to create unquestionable clarity for visitors (the moment they open your page, too).

✅ This is the simplest, most repeatable way I know to write landing page headlines that capture attention and resonate with the appropriate market.

✅ This technique has been used by history’s most persuasive people. (Let me show you how to apply it to your next landing page, creating “vivid worlds” in the mind’s eye of the prospect).

✅ Human psychology tells us that motivating anyone to do just about anything (including converting on your landing page) boils down to these 3 incentives.

✅ This mechanism is like “conversion insurance” for your landing page. (Designed specifically for on-the-fence prospects, you can use it to reliably capture emails for re-marketing.)

✅ How to use images to compliment (and ideally enhance) the copy on your landing page.

✅ The “forgotten” conversion rule: many landing pages don’t follow it, which seems unconscionable to me (because it will almost always decrease bounce rate).

✅ What should you create first: your ad or your landing page? (Get it right because your campaign could depend on it.)

And much more…

You'll get a recap of what you learned and a quick congrats for completing 34% of the course :)

Onward!

4 Submodules ➤ 38 Lessons

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✎ Introduction:

[Submodule G] → About fascinations:

✐ [G1] What's a fascination?

✐ [G2] Where fascinations came from:

✐ [G3] Why fascinations work:

✐ [G4] When fascinations work:

✐ [G5] The clickbait debate:

[Submodule H] → 9 writing rules:

✐ [H1] Guardrails:

✐ [H2] Rule #1:

✐ [H3] Rule #2:

✐ [H4] Rule #3:

✐ [H5] Rule #4:

✐ [H6] Rule #5:

✐ [H7] Rule #6:

✐ [H8] Rule #7:

✐ [H9] Rule #8:

✐ [H10] Rule #9:

[Submodule I] → My 3-step process:

✐ [I1] One, two, three:

✐ [I2] Step 1:

✐ [I3] Step 2:

✐ [I4] Step 3:

[Submodule J] → 18 filters:

✐ [J1] Filter #1:

✐ [J2] Filter #2:

✐ [J3] Filter #3:

✐ [J4] Filter #4:

✐ [J5] Filter #5:

✐ [J6] Filter #6:

✐ [J7] Filter #7:

✐ [J8] Filter #8:

✐ [J9] Filter #9:

✐ [J10] Filter #10:

✐ [J11] Filter #11:

✐ [J12] Filter #12:

✐ [J13] Filter #13:

✐ [J14] Filter #14:

✐ [J15] Filter #15:

✐ [J16] Filter #16:

✐ [J17] Filter #17:

✐ [J18] Filter #18:

✅ This is hands down the single-most important copywriting skill: part art, part science, it will forever be used by direct marketers to create the intense curiosity and intrigue so often present before action.

✅ Nothing propelled my copywriting career further and faster than this deceptively simple exercise. (Do it five days a week for a month, and your writing will drastically improve. Do it five days a week for a year, and you’ll write better landing pages than most professional copywriters.)

✅ Need to book more demo calls? Use this step-by-step process to create your demo-request page.

✅ “Clickbait” vs great copy: here are 3 easy ways to tell the difference.

✅ This is probably the hardest, most intimidating way to write copy. (Avoid it to preserve your confidence and writer better copy, faster.)

✅ This is the most significant productivity strategy I learned from my creative mentor: prolific author, cartoonist, screenwriter, and co-founder of The Onion, Scott Dikkers.

✅ By simply combining these 2 elements, you’re almost guaranteed to make the claims on your landing page more believable. (And no, neither one is “social proof”.)

✅ Why long copy is often more compelling and persuasive than short copy (demonstrated using this 58-word vs a 19-word example).

✅ How to basically “force” your landing page visitors to read your copy. (Don’t worry, people actually enjoy this — and even welcome it.)

✅ “Jargon as a Strategy” (JaaS): when, why, and how to use industry-specific terms and acumen on your landing page (and when to absolutely avoid it).

✅ Consciously or otherwise, these 2 “word types” almost always repel prospects, especially if you’re selling an info-product. (No, these words are not “jargon” but they can be just as common.)

✅ How to “program” your brain to quickly and repeatedly write compelling hooks for headlines, subject lines, fascinations, etc. using my unique, 3-step process: I hold nothing back, demonstrating each step against 18 clear examples. (Plus: I share a template you can use to visually and systematically develop this skill until it’s like second nature.)

✅ How to find the most compelling and valuable tidbits in a sea of information. (And then use those tidbits to “fascinate” any type of content: audio, video, or writing.)

✅ The “Curse of Knowledge” antidote: this little-known ‘if/then’ technique will help you see your writing objectively (no matter how close you are to it).

✅ 18 “fascination filters” you can apply to basically any piece of information (as long as it’s valuable to your market) to create irresistible headlines, subheads, email subject lines, and more.

✅ This subtle “punctuation trick” can revitalize an old product, making it feel new, fresh, and exciting to your market again. (It can also be used to differentiate a commodity.)

And much more…

You'll get one more recap of what you learned and another congrats for completing 80% of the course :)

Final stretch...

2 Submodules ➤ 9 Lessons

— — —

✎ Introduction:

[Submodule K] → Confidence signals:

✐ [K1] What's beneath all of this?

✐ [K2] Signal 1:

✐ [K3] Signal 2:

✐ [K4] Signal 3:

[Submodule L] → Testimonials:

✐ [L1] Two types of testimonials:

✐ [L2] Type 1:

✐ [L3] Type 2:

✐ [L4] Creating a testimonial campaign:

✅ You must assume every visitor to your landing page is asking this all-important question. (Because your conversion rate depends on how well you answer it.)

✅ This feeling is behind just about every conversion on your landing page. (Discover how to create it — harness it, convey it — and your conversions should soar.)

✅ “America’s Greatest Living Copywriter” shared the smartest, most effective way to display logos and awards in a sales letter. (I applied his methodology to landing pages and response went up.)

✅ How to design guarantees for paid products vs free products.

✅ The “psychology” of statistics: when numbers work for you — and possibly against you.

✅ Instant credibility: properly leveraging this evolutionary trait (present in all humans) can make people immediately trust your claims — without even reading all of your copy.

✅ How to edit, format, and display testimonials for maximum readability — and effect.

✅ Combine this tool, template, and technique to put your testimonial collection on auto-pilot. (Simply set it up and let it run — and social proof for your landing page will continuously come to you.)

And much more…

1 Submodule ➤ 5 Lessons

— — —

✎ Introduction:

[Submodule M] → Why now?

✐ [M1] Reason #1:

✐ [M2] Reason #2:

✐ [M3] Reason #3:

✐ [M4] Reason #4:

✅ 4 ways to reliably “manufacture” urgency on your landing page, creating offers that compel visitors to act much faster. (In some cases, these techniques will even create a feeding frenzy the moment you launch your campaign.)

✅ Is your conversion rate stifled due to this (obscenely common) landing page blunder?

✅ "Conversion cannibalization”: what is it, why it happens, and why it can sometimes be a necessary evil.

✅ This tactic turns a lowly call-to-action button into a rich conversion divider (without making your landing page look and feel too busy).

And much more…

1 Submodule ➤ 5 Lessons

— — —

✎ Introduction:

[Submodule N] → Big n' small:

✐ [N1] Big tests:

✐ [N2] Small tests:

✐ [N3] Last thing:

✅ Give me 5 minutes and I’ll give you the testing strategy that helped Eugene Schwartz sell over $100M per year in books. (Yes, it’s absolutely transferable to landing pages.)

✅ Exactly what to do after your test fails. (Don’t worry, you won’t need to recreate the entire page.)

✅ How to keep improving your landing page’s conversion rate for months or even years (especially if it’s already performing very well.)

✅ This exclusive offer is only available to TLP students after they complete the course.

And much more…

Inside you’ll find 86 “micro” lessons spread out across 9 modules. Each lesson is focused, clear and concise, a few minutes long. No fluff.

I worked hard to distill what I know about creating landing pages into a streamlined system, a blueprint you’ll be able to follow as you’re taking the course.

This way, when you complete it, you’ll have the first version of your landing page ready to test.

Absolutely.

This course is for anyone who wants to scale efficiently by increasing conversions on their landing pages, specifically those offering content, info products and services, or other forms of packaged knowledge:

→ Courses, seminars and webinars, online & in-person conferences

→ books and e-books, articles, templates & cheat sheets, reports

→ podcasts, coaching calls, audio books and presentations

You can apply this course to any type of content.

Total run time is 2:30:33 exactly.

If you’re asking prospects to buy or download something—anything—you’re almost certainly using a landing page to sell that conversion, to explain what’s in it for them.

Better landing page = more conversions.

A “transformational” landing page has the potential to double or even triple your current conversion rate.

Your mileage may vary but this course teaches the exact techniques and system I use to create these results on high-traffic landing pages.

This course explains how to use classic direct-response techniques — traditionally used on B2C products — in completely different contexts: SaaS, B2B, tech.

It’s true: many digital courses are double or even triple the cost.

Sometimes this is because the production cost is high. Fancy-looking courses require fancy cameras and lighting and editing, which costs a lot, takes a while, and usually requires outside help.

This is not a fancy-looking course. It’s simple and minimalistic: I filmed this course in my home, using Google Slides, Canva, and Loom. This was economical, so I’m passing those savings onto you.

This “low-tech” approach helped me focus on the content, the message:

Fact is, if you take this course and create a landing page with me as you go, it will pay for itself immediately.

This information, packaged and delivered this way, can forever change your perspective and in turn your career. At least it did for me, so I know how valuable it is.

I know I could charge more for it. And one day I probably will. But for now, I’m interested in making this course as accessible as possible, spreading knowledge and creating goodwill while still earning a living.

I’m building the VGC newsletter this way and it’s incredibly rewarding, intrinsically and otherwise.

I want to follow the same approach here.

Of course! In fact, here’s a short template you can use when pitching it to your manager:

— — —

Hey [MANAGER],

I’d love to take VeryGoodCopy’s new course on conversion copywriting: verygoodcopy.com/vgc-masterclass

I’ll use what I learn to create an alternative version of the landing page for [CONTENT ASSET]. The goal is to double the conversion rate. Maybe even more. Fingers crossed!

It’s $499. Can I please expense it?

— — —

Or something like that ;)

Yep.

If you finish the course within 14 days of purchase and don’t love it, I will issue you a prompt and courteous refund.